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Layers of Branding: City and Arts Organization Branding in Columbus, Ohio

Krochta, Carrie Ann

Abstract Details

2012, Master of Arts, Ohio State University, Arts Policy and Administration.

In a postmodern society, consumers make choices based on the products, organizations, and places and suit their emotional needs. Such an environment has brought the practice of branding, typically associated with private corporations, into the public sector. Cities like Columbus, Ohio are an example of one of these nontraditional practitioners of branding.

A brand is defined as “a mixture of attributes, tangible and intangible... which, if if managed properly, creates value and influence.” (“BrandChannel Glossary,” n.d). Cities are unique in that they are the sum of so many smaller brands This requires a unique brand assessment approach to get at these tangible and intangible attributes. The approach used in this thesis compares organizational brands within a city and the city brand itself in the context of arts and culture, using Columbus Ohio as a case study. It seeks to answer the following question: How do the brands of Columbus Arts Organizations interact with the arts and cultural brand of the city?

This study builds a conceptual framework that takes the shape of a layers model to compare brands of individual arts organizations in Columbus with the city brand’s treatment of arts and culture. A set of “Emotional Drivers” (Gobé, 2008) are used as indicators for cross comparison. It is found that the brands ofarts organizations and the brand of the city do have a reciprocal relationship. However it is also found that the model applied does not fully address all of the nuances of these brands. However, the conceptual framework serves as a platform for potential practical application in the future. Additionally, this thesis contributes to a growing collection of case studies on city branding.

Wayne Lawson (Advisor)
Margaret Wyszomirski (Committee Member)
109 p.

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Citations

  • Krochta, C. A. (2012). Layers of Branding: City and Arts Organization Branding in Columbus, Ohio [Master's thesis, Ohio State University]. OhioLINK Electronic Theses and Dissertations Center. http://rave.ohiolink.edu/etdc/view?acc_num=osu1345471017

    APA Style (7th edition)

  • Krochta, Carrie. Layers of Branding: City and Arts Organization Branding in Columbus, Ohio. 2012. Ohio State University, Master's thesis. OhioLINK Electronic Theses and Dissertations Center, http://rave.ohiolink.edu/etdc/view?acc_num=osu1345471017.

    MLA Style (8th edition)

  • Krochta, Carrie. "Layers of Branding: City and Arts Organization Branding in Columbus, Ohio." Master's thesis, Ohio State University, 2012. http://rave.ohiolink.edu/etdc/view?acc_num=osu1345471017

    Chicago Manual of Style (17th edition)